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Crisis Expert Salazar Launches New Firm

from Sacramento Business Journal
February 3, 2014

Roger Salazar has left Mercury to launch his own public affairs firm that will focus on Latino political communications and outreach. Mercury, meanwhile, has hired KCRA executive producer Carolyn Becker and bilingual media expert Argelia Leon.

Salazar’s new firm, Alza Strategies, the Spanish word for ‘Rise,’” will focus media communication, strategic communication and crisis communication on the growing Latino market.

“There is a need for not only connecting companies and organizations to Latino audiences, but also connecting Latino companies to mainstream audiences. I’d like to provide that kind of two way service to a new client,” Salazar said.

Salazar has 20 years experience in communications and political outreach, serving as both a spokesman for both former Vice President Al Gore and former Gov. Gray Davis.
Salazar was managing director at Mercury Public Affairs, a communications and strategy firm that reported almost $1.3 million in lobbying revenue in 2012, ranking in the top 50 firms in the state.

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